What is the goal of your content writing strategy?
- To increase your search engine rankings
- To get more traffic to your website
- To engage more with your audience
If you answered with the same reasons, you are clearly missing something. The supreme objective of any content writing strategy is to increase conversions/sales and contribute to the total revenue of your business. Everything else is a means to the end and if that is not happening then things need to change!
But, first - why is your content strategy failing?
Well, the reasons for this are far and plenty. Could it be because you are not producing enough content, or the content is not engaging enough. Have you even got your audience right? Your lack of budgets and inability to measure your ROI effectively can all add up. These are just a few and the most basic ones someone can lay their eyes on.
Whatever the reasons are, it all comes down to creating SEO rich content that is relevant to your audience and making sure it reaches your desired target audience. Whether you are starting from scratch or working on improving your existing content strategy, here are a few tips to keep in mind.
1. Focus on content distribution!
It is important to create engaging content, but how useful it would be if it is unable to address your target audience? Content marketers these days put a lot of attention on content creation, which is not a bad thing in itself. But creating content without knowing what you are going to do with it is a sheer waste of your money, efforts and time.
You can never be certain about where exactly your audience hangs, instead you can pick top 3-4 mediums and distribute content based on the level of engagement on each platform.
2. Organic search visibility is important for content marketing
It’s no surprise that fighting for better search engine rankings is one of the most effective ways to get more traffic and lead to conversions. However, SEO is extremely competitive and complicated. What worked for you today might not work tomorrow. So, keeping up with the latest trends and Google’s changing algorithms is one of the first steps towards a healthy SEO for your website.
According to recent data, marketers have also placed more importance on Long Tail Keywords (out of Mid Tail and Head Keywords) due to their specific nature. To ensure more conversions, focus more on keywords that are specific to consumer needs!
3. Don’t leave earned media undone!
There’s a funny thing about Digital Marketers - they rarely talk about Public Relations (PR)! PR is a great way to increase your credibility in the market by associating with well-placed brands/businesses. Even though earned PR is a preferred choice, paid PR can be beneficial for new businesses in the industry.
Routing content through these channels forms part of earned media and helps you build trust among your target audience.
There is so much you can do with your content online, but don’t lose sight of what, why and how you are going to do it. You will find your strategies failing from time to time, don’t sit back and wonder why it’s happening to you. Instead, focus on solutions and implement them successfully.
Don’t just focus on content creation, but strategize well on how you are going to distribute it. Make good use of you connections in the industry and indulge in earned (if required, paid) media.
SEO is all about A/B testing, but with happy consumers and satisfied Google at its core.
What are some ways YOU have dealt with flagging content issues?